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Laurent CHIGNON

Arques

En résumé

Mes compétences :
Trade marketing
Communication
Marketing stratégique
Marketing
New product development
Cultural communication skills
Team Management
Stainless steel
Project Management
Product Development
New Business Development
Market research

Entreprises

  • ARC INTERNATIONAL - Drinkware Product Director

    Arques 2014 - maintenant > Managing the Drinkware AI product portfolio:
    >> New product development strategy on the Consumer Good and Food Service Channel.
    >> Defining the product Innovation strategy related with the R&D department
    >> Working closely with the trade marketing and sales teams to develop the sales and increase the margin of the category
    >> Managing a team of 3 senior & junior product managers

  • AGN - Marketing Director

    2010 - 2013 > Managing the global product portfolio strategy produced in the China production unit : ( Drinkware, Dinnerware, Storage products = 84 M$ )
    >> New product development on the APAC Consumer Good and Food Service Channel.
    More than 100 new products launched, bringing new products rate in the global sales from 5 to 12%, and with 5 points margin above the average
    >> Product portfolio optimization : Sku reduction, global sales and margin increase
    A double digit sales increase during the three years.

    > Developing the China LUMINARC brand awareness and image : ( 2 M$ of communication budget per year )
    >> Managing the ATL Luminarc Campaign : subway, billboard campaign, TV cooking program sponsoring, PR events, Social media ( Weibo + Wechat )
    >> Managing the BTL Luminarc Campaign : Hypermarket road show, branded shelves installation in Hypermarket

    > Managing the APAC Marketing managers ( 4 people : One manager in the main countries = Korea, Japan, SEA, Australia )
    >> Implement across the region a marketing calendar, to plan, follow and execute all the annual local marketing actions ( Trade promotions; Merchandising and POS material implementation, Fairs, CRM trainings, Communication events )
    >> Implement across the region competitive Intelligence tools, to estimate market size, define market share, follow the key actions and events for our main competitors.

    > Managing the China product category managers team ( 5 People )
    >> Implement a product development process from the brief to the stock, to improve the new product performance and the time to market

  • ARC INTERNATIONAL - Food Service World Wide Marketing Director

    Arques 2004 - 2010 > Managing the AI Food Service brand strategy :
    >> Launch of the Chef & Sommelier Brand in order to extend the AI business in the fine dining
    >> Launch of different expert concept under Arcoroc brand ( Institutional, Barware, Buffet ware concept )

    > Managing the AI product portfolio strategy :
    >> Successfully launched new product categories such as porcelain dinnerware and stainless steel

    > Managing the AI Food communication strategy :
    >> Develop the AI Food Service brands and products awareness and image ( Catalogue; Web Site; Professional press communication, PR events, Fairs, Merchandising and POS material implementation in distributor Show room and in Cash & Carry ).

Formations

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